How to Retarget Your Website Visitors to Re-Engage Potential Buyers (Using Facebook & Instagram Ads)

How to Retarget Your Website Visitors to Re-Engage Potential Buyers (Using Facebook & Instagram Ads)

A customer who abandons their shopping cart before buying isn’t a lost cause. You can retarget them using Facebook and Instagram. Here’s how you do it.

Retargeting is one of the most powerful online marketing techniques at your disposal. In fact, visitors to your website who you retarget with ads are 70% more likely to become customers than ones you don’t retarget.

Yet it’s one of the most underused strategies.

This article gives you some simple steps for creating a retargeting campaign using Facebook and Instagram ads.

Step #1 – Install Your Facebook Pixel

The Facebook Pixel is a special tracking tool that provides metrics related to how people at on your site. It specifically tracks those who’ve arrived via Facebook and Instagram ads.

It allows you to see who has abandoned a purchase at the last moment. Thus, it’s crucial for building an audience for your retargeting campaign.

Installing it is a simple process. Simply go into your Ad Manager and select Menu, then Pixels. Facebook allows you to automatically integrate the Pixel with certain content management systems. These include Magento and WooCommerce. It also provides code to those who don’t use one of these approved platforms. You just need to copy and paste that code where Facebook tells you.

It’s important to note that Facebook made changes to its Pixel code in 2017. You may already have a Pixel installed from before then. If so, it’s a good idea to re-install it to take advantage of the new features.

Step #2 – Create Your Custom Audience

You can now collect audience data using the Facebook Pixel.

In your Ad Manager, head to Create Audience and then Custom Audience. Here, you have several options for creating your audience. These include:

  • Customer File. A manually imported data file that contains customer data that you’ve collected. This may come from your customer relationship management software or an email list. It can even just be a spreadsheet that contains email addresses.
  • Website Traffic. This uses the data that your Facebook Pixel collects. You can filter these people based on specific actions.
  • App Activity. Target using data collected from a mobile app. Again, you can filter through this based on the actions that the customer took when using the app.
  • Engagement on Facebook. This includes data related to all of the people that directly interacted with your Facebook and Instagram posts.

With your preferred option selected, it’s time to create a custom audience. For example, you may want to sell a specific product. You can create an audience segment of people who’ve visited that product’s page on your website in the last month. These are all people who’ve shown an interest in the product. Thus, retargeting them with ads will likely produce good results.

You have plenty of options for how to breakdown and segment your audience. Make your choices based on the campaign that you want to run.

You can also save multiple custom audiences that you can select from when you create your ads.

Step #3 – Create Your Ad

Now that you have some custom audiences ready, it’s time to create your ad.

As mentioned, it’s best to create ads for specific products. You can then target those who’ve shown an interest in that product.

Alternatively, you can retarget people based on product categories on your website. For example, you could create a custom audience of previous customers. Then, you could target them with an ad that highlights your website’s best-selling products.

You could rely on Facebook’s Dynamic Ads feature to create your ads for you. This tool shows ads featuring products that a user has previously shown an interest in. While this speeds up the process, it gives you less control over what you’re showing to your audience.

Ideally, you’ll create your own ad. Here are a few quick tips that will help you to create an engaging ad.

  • Include your brand and logo in the ad so your retargeted audience instantly recognises who you are.
  • Select a suitable objective for your campaign. Once you start creating your ad, you’ll reach a list of potential objectives that Facebook offers. Traffic and Conversions are the most common. However, those who sell via a mobile app may also want to target app installs. Others may want to get customers to send them a message. It all depends on your product and your campaign.
  • Use attractive images that meet Facebook and Instagram’s ideal size of 1080×1080 pixels.
  • Always preview your ad before making it live. It’s easy to miss little mistakes, such as typos, that can damage the ad’s credibility.

Finally, make sure you’re clear about your offer in your text. Remember that you’re retargeting people, so they don’t need an introduction to your brand. Get straight to the point and offer something of value.

Step #4 – Select Your Audience

Before launching your ad, you can select your audience. Choose from whichever custom audience you created that’s most relevant to your campaign.

It’s also worth noting that Facebook allows you to tinker with this audience before you make the ad live.

You can select specific countries that you want the ad to show in. You can also set an age range and even choose the gender that you want to target.

These filters are especially useful if you have a more general custom audience, such as a list of people who abandoned a shopping cart.

With the audience set, you’re ready to launch the ad. Remember to track its performance so that you can make tweaks where needed.

The Final Word

Retargeting is a strategy that so few online marketers use to its fullest potential. With the use of Pixels, Facebook and Instagram make it easy for you to track website visitors’ actions. Use that information to pull people back after they’ve shown an initial interest in your products.

This is just one of many examples of how you can use social media to boost sales. Growth Marketing Systems can help you to create a more comprehensive strategy.


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